The Key to Revving Your Inbound Engine
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1 SMARKETING THE KEY TO REVVING YOUR INBOUND ENGINE KATIE LAWRENCE & ALEY BROWN #INBOUND19 YOU CAN’T SPELL 2 SMARKETING WITHOUT A & K KATIE ALEY VP of Sales & Client Success VP of Marketing --- --- Philadelphia Eagles Fan - Slow Runner Kansas Jayhawks Alum - Yogi - Book - Wine Enthusiast - Avid Traveler - Worm - Weiner Dog Fanatic - Mother of Dogs - Beach Bum Type A Hippie - True Crime Junkie TRAFFIC & LEAD GROWTH 3 Increased Traffic 3436% -- Increased Leads 7675% -- Doubled New Revenue in One Year -- Shortened Average Sales Cycle By 78% -- Marketing Touching 50% Of Deals apr'17 may'17 jun'17 july'17 aug'17 sep'17 oct'17 nov'17 dec'17 jan'18 feb'18 mar'18 apr'18 may'18 jun'18 jul'18 aug'18 sep'18 oct'18 nov'18 dec'18 jan'19 feb'19 mar'19 apr'19 may'19 jun'19 4 Outplacement is not the sexy part of human resources. Photo via The Office, NBC 5 • Forecast Better 6 • Shorten Sales Cycle • Build Market Share • Trust and Brand Awareness • Set Up Website to Work For Us GOALS in Market Downturn • Talk to People Who Want to Buy SMARKETING Now 7 Why Smarketing Now? 3 Steps to Smarketing Success Smarketing Therapy AGENDA 8 WHO IS FAMILIAR WITH SMARKETING? Photo via Getty Images/iStockphoto 9 The process of integrating sales and marketing processes. --- The objective is for the sales and marketing functions to have a common integrated approach. SMARKETING 10 Photo via Mean GIrls 11 Why Smarketing Now? 12 2009: Sales has the power. - 2019: Buyers have the power. SDR Touches 13 99% 94% 92% 74% 46% 41% 25% 15% 8% Email Voicemail LinkedIn "War Dial" Social Direct Mail Chat Video AI Bots Source: SalesLoft 14 Of the sales cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60% Source: HubSpot Misalignment between sales & marketing tech and15 processes costs B2B companies 10% of revenue or more per year Companies with good smarketing practices in place generated 208% more revenue from marketing efforts When sales & marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates Source: HubSpot Photo via Twenty20 / @ollly 16 3 Steps to Smarketing Success 17 Sales Marketing Photo via Twenty20/@5byseven “Be wary of marketing 18 people who just want to talk about brand books and positioning all day. They should be just as invested in building sales pipeline as you. All of their "branding" activities need to have some sort of metric that proves their impact on sales.” - Mark Roberge Photo via @markroberge twitter 19 GET SALES & MARKETING ON THE SAME PAGE STEP ONE STEP 20 Playing Nice in the Smarketing Sandbox Photo via Alamy Smarketing Team Alignment 21 Marketing Marketing needs to be Reaches out to prospects, revenue focused holds office hours, attends demos, sales trainings and pipeline meetings Sales needs to be more Sales Involved in content creation, aligned with the buyer shares feedback and ideas from prospects and clients, more mindful of the buyer process Each team needs to know Smarketing Meeting Our sales meeting is now a sales what the other is doing. and marketing meeting GET SALES AND MARKETING 22 ON THE SAME PAGE Respect & Giving & Shared Goals Understanding Receiving & Individual Feedback Accountability RESPECT & 23 UNDERSTANDING -- Respect each other’s informed opinions and expertise -- Understand what each other’s day to day looks like Source: HubSpot 24 Photo via Mentorbox/Kim Scott GIVING & 25 RECEIVING FEEDBACK -- Read Radical Candor & implement -- c Explain the why & how -- Debate new initiatives -- Create a psychologically safe workplace Source: Radicalcandor.com SMARKETING: AGREE ON SHARED GOALS26 Prioritize Sales Weekly Smarketing Contributes Simplify Meetings Define Content Handoff KPIs and Ideas Stay Office Informed Hours and Hold Internal Each Other Newsletter Accountable Marketing Sits on Demos and Sales Calls Slack Like Marketing Channel Each has a Sales Other revenue Commits quota to Swift Follow Up Source: Your Girls A & K 27 DEFINE EVERYTHING STEP TWO STEP A Sales View of the Buyer’s Journey 28 Identify Connect Explore Advise Qualified Leads Customers Strangers Leads Opportunities Awareness Consideration Decision Source: HubSpot 29 What are the challenges your buyer is facing? - How can you align with them? - Remove the friction of doing business with you right away. if your story 30 describes their problem better than they can describe it themselves, they will automatically assume YOU HAVE THE BEST SOLUTION - CHRIS ORLOB - gong.io 31 Source: StarWars 32 Decision Awareness Consideration Prospect has decided on their Prospect has a problem, researching to Defined problem, researching approach, decided on list of understand and define solutions vendors, continues research to make decision Awareness Stage Content Consideration Stage Content Decision Stage Content --- --- --- Layoff Script & Letter Templates Who are the top outplacement How Careerminds Can Improve - providers? Your Employer Brand Guide on the WARN Act - - - List of Outplacement Firms: How to Careerminds vs "Competitor": What Severance Agreement How Tos Choose What Works for Your is the best choice for your reduction - Company event? Layoff Alternatives: Voluntary - - Layoffs, Voluntary Retirements, or How much does outplacement Our Features: Why Until Placement Cutting Costs cost? is the Only Choice for Outplacement How to Develop Content that Drives Visitors 33 Blog Gated Content & CTAs Write a blog for every single question Offer premium content for free in you identified during the buyer’s exchange for information in the journey discovery use of a form to capture opt-ins. SEO Include resources like video, Take unique content and create an testimonials, case studies, to make it ebook, guide or script behind a easy for prospects to research your form to generate leads. Nurture company. this list with community content. in the delight stage. Blogs & SEO Website & Chat Resources Keyword optimize content to 42% of customers prefer live chat rank blogs on Google for compared to other communication, Website & Gated Content search visibility but know your audience. Chat Strategies & CTAs How to Optimize for SEO Helps you be in touch quickly with people who need info ASAP or who are ready to buy now 34 Internal Experts Customers SEOSEO Tools Topic Clusters Personas Discuss your business Understand why your AHRefs, Mongo, Moz Group information into Think about your buyer with coworkers to clients bought from provide visibility into topics that are relevant and develop different understand different you, what is on their what people are to your product or personas by perspectives plate on a daily basis, searching for and what service. motivation. This should what are their questions they are include their title, challenges with the asking that you can duties, job function, area that you sell, what respond to with channels where they leads to them needing content. communicate and your products or research, reporting service (trigger event) structure, what does success look like in their job, how we can make them the hero of the story. Define your Ideal Client Profile 35 Industry How to Find Your ICP Examine your client list for trends Brand • Why do clients buy from you? Size • Are you happy with these clients? Fit • Review past interactions ICP Revenue Location 36 EXECUTE & TRACK STEP THREE STEP 37 Marketing needs to generate content and sales needs to get in touch with leads ASAP. Duh. But really. Waiting 5 minutes to respond 38 to a new lead resulted in a 10x drop in being able to connect. After 10 minutes there’s a 400% drop in the odds of qualifying the lead. 90% of companies failed to respond in 5 minutes. Source: InsideSales.com Photo via Twenty20/@crystalmariesing 6 Tips for Following Up with your Leads 39 Get in touch ASAP Cadence your follow up See previous stats. You can Invest in cadence tech to win by being responsive. serve up your next outreach steps so you can stay top of mind. Know the Buyer’s Context Provide purposeful follow up Customize your outreach to If you don’t reach them at align with their needs. first, provide something of value in your follow up. Make it easy for them Don’t Give Up Share a link to your calendar, It can take 7 touches on send a video describing how average to get in touch with a easy it is to start, put a demo lead requesting information. on your website. CAREERMINDS SMARKETING TECH STACK 40 SalesLoft, Website HubSpot Vidyard, Sendoso ConnectLeader Marketing Engine Drift Sales Navigator, Website Chat SalesForce ZoomInfo, Leadfeeder Metrics to Track 41 Conversion rates Lead follow up time Revenue Metrics Traffic to lead, lead to How quick are we Avg revenue by client, MQL, MQL to getting in touch with our Annual Recurring Opportunity, Opportunity leads after requesting Revenue, Client Lifetime to Explore Call/Demo, an MQL and how may Value, Cost per lead/ROI, cost per Schedule to Completed, touches Completed to Client acquisition Bounce Rate Lead Source Traffic and Page Views How long are people Where are the leads How is your traffic staying on your pages originating for sales and increasing as you add marketing. Invest in the content best sources 42 DIGGING IN - SMARKETING THERAPY FIND YOUR SMARKETING BUDDY 43 Q&A 44 @KatieLaw_CM Katie Lawrence /1klaw/ YouCanSitWithAandK Alexandra @careermindsaley Brown /aleyb/ THANK YOU! THANK .